20.500.12556/DKUM-96761 An empirical investigation of the mediating role of customer attachment in South African private hospitals Empirična študija vloge navezanosti strank v južnoafriških zasebnih bolnišnicah Background and purpose: Relationship marketing literature acknowledges the important role of attachment in customer-organization relationships, but shows limited theoretical and empirical understanding of the factors that contribute to the development and maintenance of attached customers. To address this gap, this paper draws on the relationship marketing view and synthesizes important relationship constructs with the aim of developing a mediated attachment model for private hospitals in South Africa. Design/Methodology/Approach: A quantitative descriptive research design was implemented, collecting 303 useable questionnaires via non-probability convenience sampling. Cronbach’s alpha coefficients and a confirmatory factor analysis were conducted to determine the reliability and validity of the measures respectively, and a SEM was conducted for the mediation analysis. Results: The results indicate that respondents’ relationship value was significantly related to attachment, loyalty and fear of relationship loss, and attachment was significantly related to loyalty and fear of relationship loss. Moreover, the indirect effect of attachment in the relationship between relationship value and loyalty, as well as in the relationship between relationship value and fear of relationship loss was found to be significant. Conclusion: Attachment plays a significant role in both the direct and indirect relationships with key relationship marketing constructs. The importance of attachment in building patient-hospital relationships should therefore not be ignored, and private hospitals are encouraged to invest in their relationships with patients, with the aim of establishing attachment. Ozadje in namen: Literatura o odnosnem marketingu priznava pomembno vlogo navezanosti v odnosih med stranko in organizacijo, vendar kaže na omejeno teoretično in empirično razumevanje dejavnikov, ki prispevajo k razvoju in vzdrževanju navezanosti strank. Da bi zapolnili to vrzel, se članek opira na odnosni marketing in sintetizira pomembne konstrukte odnosov z namenom razviti posredni model navezanosti na zasebne bolnišnice v Južni Afriki. Zasnova / metodologija / pristop: Izvedena je bila kvantitativna deskriptivna zasnova raziskave. Z nenaključnim vzorčenjem med pacienti/strankami smo zbrali 303 uporabnih vprašalnikov. Za določitev zanesljivosti in veljavnosti podatkov sta bila izvedena Cronbachov koeficient alfa in potrditvena faktorska analiza, za mediacijsko analizo pa SEM. Rezultati: Rezultati kažejo, da je bila vrednost razmerja anketirancev bistveno povezana z navezanostjo, zvestobo in strahom pred izgubo razmerja, navezanost pa je bila pomembno povezana z zvestobo in strahom pred izgubo zveze. Poleg tega se je izkazal za pomembnega posredni učinek navezanosti na razmerje med vrednostjo razmerja in zvestobo ter na razmerje med vrednostjo razmerja in strahom pred izgubo razmerja. Zaključek: Navezanost igra pomembno vlogo tako v neposrednih kot posrednih odnosih s ključnimi konstrukti odnosnega marketinga. Zato ne smemo prezreti pomena navezanosti pri vzpostavljanju odnosov med bolnikom in bolnišnico, zasebne bolnišnice pa spodbujamo, da vlagajo v svoje odnose s pacienti, da bi vzpostavile to navezanost. zdravstvo bolnišnice management marketing Južnoafriška republika true true true Angleški jezik Slovenski jezik Neznano 2026-01-27 15:50:08 2026-01-27 15:50:08 2026-01-28 03:13:10 0000-00-00 00:00:00 2020 0 0 str. 332-344 no. 4 Vol. 53 Nov. 2020 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 2020-11-01 614.21:658.8(680) 53802755 10.2478/orga-2020-0022 1318-5454 http://organizacija.fov.uni-mb.si/index.php/organizacija/article/view/1390 1 7a84a744-fb8f-11f0-9c79-00155d00018d https://dk.um.si/Dokument.php?lang=slv&id=202648 RAZ_Spies_Hester_2020.pdf RAZ_Spies_Hester_2020.pdf 1 47E7B99058AAAC897D542EC0D8BA9CFB 2e565bb0edcb61c1f8db25c410f5f61300e76ba6952026cbdb24f2ddd8f6b1cb 9e0153b8-fb8f-11f0-9c79-00155d00018d https://dk.um.si/Dokument.php?lang=slv&id=202649 Fakulteta za organizacijske vede Organizacija 0 0 0